What Will Happen To The First "Double 11" Landing On The New Retail Concept?

It is reported that, in order to "

"Good results have been achieved. Many brand businesses have begun to prepare for stock preparation, product customization, theme publicity, and so on, and logistics enterprises have begun preparations for mobilization.

Act as

The concept of landing the first "double 11", this year's big promotion, platform and business online and offline linkage performance is bound to become a bright spot, the new retail test field performance how to make people full of expectations.

Businesses prepare for acceleration

"46 days", this is the time left for the "double 11" event held by Swatch, the core brand of Swiss fashion group, when Tissot announced its entry to Tmall.

A few days ago, Tissot and Tmall signed the first Tmall double 11 official timing strategic cooperation agreement.

According to the cooperation content of both sides, Tissot will customize a special timer for Tmall's "double 11".

Tmall's work together with Tissot to create timers seems to have opened a prelude to "double 11" preparations.

Although there are 46 days from Tmall's "double 11" from September 25th, many brand businesses have begun to prepare for it.

C2B reverse customization, online and offline experience has become the focus of this year's "double 11" part of the brand business overweight.

In order to ensure the supply of new products during the "double 11" period, the company's upcoming products have been researched and completed, and will soon enter the pre-sale stage.

Through the user data collected through the pre-sale, we can make use of big data analysis to calculate the stocking amount in advance, and the fabrics needed for production are all ready.

In addition, in terms of marketing innovation, it is understood that Yin man has established a cooperative relationship with the hippocampal photographic studio. During the "double 11" period, the theme promotion will be launched through the setting up of a line flash store.

The person in charge of the association said that by combining the company's costumes with the photo studio under the line, the interactive relationship with consumers will be further strengthened.

Not only is the brand business, but also some suppliers of retail brands have started organizing mobilization.

Qinghai 5369 ecological animal husbandry science and Technology Co., Ltd. is a yak beef product processing and manufacturing enterprise. The yak meat products are supplied to many partners in Tmall, Jingdong and other platforms.

The relevant person in charge of the enterprise said that in August, when Tmall announced the investment rules and started the application, some businesses began to consult with the company about stocking.

Judging from the current situation of stocking data, this year, during the "double 11" period, the volume of some explosive products will be 2-3 times that of normal sales, and the sales volume of the products will be increased by more than 8% over the same period last year.

First trial of new retail test field

In previous years, the "double 11", the community is more concerned about the brand business and how much sales have been created. But this year will usher in the first "double 11" after the landing of the new retail concept. With the initial success of many new retail test fields built by Ali, and the increasing number of brand businesses participating in the new retail attempt, how many sales scale these projects will create in the "double 11" will become a topic of the industry.

An electricity supplier industry observer said that from the promotion of Yintai privatization, joint Shanghai entity retail giant Bailian Group, acceleration box horse fresh shop and other initiatives, in the case of Ali's new retail layout is more and more extensive, the new retail format combining online and offline is likely to help Tmall this year's "double 11" to achieve a trump card in sales.

Moreover, at the end of August this year, Hai Lan's home and Ali signed a new retail strategic cooperation agreement, and the next 5000 stores will be upgraded to "smart stores", which represents the further expansion of new retail partners.

On the other hand, looking at the market layout of Ali in recent days, we can see that Ali is intending to build its own ecological closed-loop.

In August, when Tmall announced the launch of the Beijing center strategy, it proposed to build a "three kilometer ideal living area" plan in Beijing, for example, in addition to Tmall supermarket, combined with the resources of brand partners such as box horse fresh life, Suning, Yintai, Yi Guo fresh and other brand partners, it not only opened up the online and offline channels for the retail resources of Ali department, but also achieved the data connection between Andrew and the rookie in the terminal distribution, and these contents could become the new game and highlights of Tmall's "double 11" this year.

Cao Lei, director of the China e-Business Research Center, said that the usual promotional activities of e-commerce were mostly driven by e-commerce platforms and businesses from top to bottom, aiming at strengthening the user experience.

However, under the current circumstances, with the development of e-commerce under the line becomes normalization, online and offline joint promotion purpose is more to collect consumer data, so as to help businesses to refine the positioning of products, find market demand points for precise marketing, and grasp the core target users.

"Conglomerate" competition is heating up

When we see brand businesses and e-commerce platforms actively preparing for the "double 11", we can also see that competition between the two camps with ALI and Jingdong as the core has become increasingly fierce.

More obvious competition is reflected in the field of clothing. From this year's "6. 18", one after another, brand businesses announced the withdrawal from Jingdong.

According to media reports, since August, 44 clothing brands such as Taiping bird, Jiangnan Buyi, and Han Yi house have been closed down Jingdong flagship store.

In the eyes of the industry, after all, Tmall has been leading the apparel retail industry for many years. For example, the clothing brands such as Jiangnan Buyi and Han dresses have been tagging with the brand name of "Amoy brand" in the rise. In recent two years, with the gradual increase of Jingdong in the field of fashion apparel, the choice of brand businesses is also a manifestation of intensified competition in the industry.

In addition to the clothing category, along with the Jingdong's "fourth retail revolution" concept, coupled with the deployment of online and offline communication in half a year, the running in results of this year's "double 11" Jingdong and a series of strategic partners will be further revealed.

Take the Jingdong's "home of Jingdong" in as an example. Jingdong has said that most of the Jingdong houses are in the form of franchise. Some of them will cooperate with partners such as WAL-MART and Yonghui.

Analysts believe that the newly opened offline stores are likely to bring considerable traffic to Jingdong online.

Moreover, during this year's "6 / 18" period, Jingdong and WAL-MART jointly organized the "88 Shopping Festival".

According to the results, the total sales volume of 3 shops of WAL-MART official flagship store, WAL-MART global official flagship store and ASDA global official flagship store is high.

And after nearly six months of combing and adjustment, during this year's "double 11" period, a similar joint promotion action is likely to be a highlight of Jingdong activities.

Intelligent express cited expectations

Whenever there are "double 11", there are also express logistics enterprises besides emotional electricity platforms and brand businesses.

This year is not only the first "double 11" to be welcomed after the concentrated delivery of the express companies, but also accompanied by the strength of the major express companies in the intelligent logistics sector in the first half of this year, and this year's performance of the "double 11" express market is full of attention.

In terms of the preparation of the Jingdong logistics and the two major e-commerce logistics platforms of the rookie network, after the opening of the No. 1 base in Shanghai, the Jingdong opened the Kunshan unmanned sorting center.

According to the Jingdong, Kunshan's unmanned sorting center is mainly based on sorting and small parts. The coverage of automation equipment in the field reaches 100%, and the efficient sorting capability will provide strong support for the big business drivers.

On the other side, the rookie network also claims that the largest robot warehouse in China has been put into use in Huiyang, Guangdong.

Not only is the e-commerce logistics platform, but also the traditional express companies have started preparations.

According to rhyme express relevant person in charge, for this year's "double 11" preparations for the war, the company will determine the flow and direction of the express goods in advance through the way of big data and cloud computing, and understand the number of the outlets.

On the other hand, according to the situation of various outlets, the company will ensure the smooth operation of the network by adopting real-time adjustment of express route, priority handling of express operation and timely warning of express delivery.

In this regard, Guan Shuai capital CEO, express expert Zhao Xiaomin said, this year is expected to "double 11", the situation of burglary is still possible, but compared to the warehouse problem, the express company should consider how to meet the new needs of users.

There are also people in the logistics industry who have pointed out that it is still not easy for express companies to solve the "double 11" distribution problem. At present, the courier outlets are paralyzed. Many of them are not due to overstock of Express items, but because of the problems in the management and operation of enterprises themselves. How to prevent the occurrence of these phenomena is still an urgent problem for express delivery enterprises.

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